Leicester City supporters have voiced strong opposition to the club's primary shirt sponsor, the unlicensed online casino BC Game, following its announcement of adult content creator Eva Elfie as a new ambassador. The Foxes Trust, a fan body, released a statement expressing "dismay and discontent" with the partnership, highlighting concerns over BC Game's legitimacy and its association with both gambling and pornography.
BC Game has been Leicester City's shirt sponsor since the start of the 2024-25 season. The company announced its new partnership with Elfie, who has a significant following in esports and competitive online gaming, via a video on X. The club's fan base has been critical of the decision, with a significant majority expressing negative sentiments towards the sponsorship in a recent end-of-season survey.
The Foxes Trust stated that partnering with a gambling company, particularly one unlicensed to operate in the UK and facing questions about its funding, deviates from the club's values. They also pointed out the potential negative impacts of associating gambling and pornography, especially on young people.
BC Game lost its UK operating license in December 2024 and has since focused on international markets. Ali 'Ako' Muhanned, BC Game's chief executive, emphasized Elfie's strong connection with the gaming and esports community in his announcement. Elfie, who has millions of followers across social media platforms, also recently released her debut single.
Leicester City has experienced a downturn in performance since the sponsorship began, suffering back-to-back relegations from the Premier League to League One. The club was also docked six points last season for breaching spending rules. Currently, Leicester sits 10th in League One.
When the initial sponsorship deal was announced in 2024, Leicester City chief executive Susan Whelan welcomed BC Game as an "innovative partner" and stated that attracting high-value partners was vital for re-establishing the club among the elite.